August 21, 2014

2 words to elevate ALL your presentations

As a media man who’s been around the block for a few years and worked with numerous clients, client partners and a huge range of personalities, I wanted to share 2 REALLY simple, important but short words that will set you up for success when presenting & ensure that you get your message across.

It applies to anyone in any industry, applies equally to the buying or selling side, and internal and external presentations.

I wish I had known this when I was starting out after University.


So Rob, what are the 2 words ?

‘SO WHAT’……..these are the 2 words ! ‘SO WHAT.’

I shall explain.

After every slide/diagram/stat/report that you create for presentations, internally or externally, ask yourself the question, so what ! What is the recipient of your information going to take away from it. If you cannot answer the ‘so what’ question, remove it ! It has no place in your deck.

Examples of when it is not done

I see it NOT done over and over and over again from reps to client partner agencies to internal documents.


Here’s a typical example above that I found online. It is an overload of graphs and meaningless out of context numbers but  SO WHAT !!!!

In my industry, I see automated reports with graphs going up and down, click through rates going up, cost per clicks going down, lots of impressions, attribution information etc etc but often it is simply mentioned as a number with zero context/benchmark or consequence to the recipient.

Identify the one or 2 points that you want the recipient to take from the information on a slide by always asking yourself SO WHAT and then answering that question on the slide.

If you don’t do this:

  • you are not guaranteed that your key point is conveyed clearly to the recipient
  • you open the very real possibility that the information will be interepreted by your audience and their peers, in completely different ways eg some may find it good, others bad and others ‘meh!’ Often documents are emailed to numerous receipients following  your presentations, so spell out clearly the SO WHAT.


This all sounds simplistic but I absolutely guarantee that you will be amazed how effective it  is.

It will elevate your presentation to another level. Try it – you’ll be surprised.



Posted by Rob Booth | Filed under: All, Media, Useful | No comments yet - be the first

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